Savvy is a lifestyle brand founded in 2015 by Melissa Stern and Hannah Hurwitz to promote fashion, independence and adventurousness for women. Their flagship product is the Fantasy Fashion App, a free gaming app that allows women to compete in daily and season-long games based on reality TV, sports and award shows by wagering virtual currency on real-world events for prizes. The app aims to disrupt the exclusively male-dominated fantasy sports industry and provide women an engaging and social gaming experience centered around fashion, shopping and female empowerment.

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About Savvy
Founded in the Spring of 2015 by Melissa Stern and Hannah Hurwitz, Savvy is a lifestyle brand that promotes fashion,
independence, and adventurousness for all women; through healthy competition, fashion and lifestyle advice and
ideas, female empowerment and user-generated games via the Fantasy Fashion App, Savvy plans to
conquer the hearts and handbags of women globally!
Savvy turns fantasy into reality by giving women the resources and support they need in order to become the best
versions of themselves.
Fantasy Sports is a billion dollar+ industry that is almost exclusively marketed towards men. There is not one well
known, revenue generating gaming app geared towards adult women. This is an enormous opportunity to disrupt
gaming and female targeted apps as we know them.
The Fantasy Fashion App is Savvy’s vehicle to reach women of all races, socio-economic backgrounds and walks of
life. Fantasy Fashion is a gaming app that puts coupons, gift cards and fashionable prizes in play based on real-
time, results driven events ranging from Sports to Reality TV and Award Shows.

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Why Fantasy Fashion App?
Fantasy Fashion is a gaming app available for free download that
allows users to compete in daily and season long games based
on Reality TV, Sports, Award shows, etc. Users can participate
in App sponsored games, games users create, or games that
they create. The overarching themes and visuals of the App
are fashion, coupons and fabulousness in the most accessible,
unpretentious way imaginable. Similar to Fantasy Football,
participants will wager their currency on actual events taking
place. The difference is this is actually an app for females!

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Target Market
18 – 45 year old women with an amplified focus on young professionals
of all races and socio-economic groups. While the app will be targeted
to females, anyone is invited to participate and messaging will not be
exclusionary.
(Ages will be 18+ for gaming app but Savvy brand is open to anyone).

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What does the Fantasy Fashion App do?
Fantasy Fashion is a gaming app available for free
download that allows users to compete in daily and
season long games based on Reality TV, Sports, Award
shows, etc. Users can participate in App sponsored
games, games users create, or games that they
create. The overarching themes and visuals of the App
are fashion, coupons and fabulousness in the most
accessible, unpretentious way imaginable. Similar to
Fantasy Football, participants will wager their currency
on actual events taking place on TV and in the real world
for huge prizes. The difference is this is actually an app
for females!

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Entry Fees/Prizes
Users will be given a set amount of virtual currency upon signup,
therefore creating an even playing field. Thus, Fantasy Fashion
allows everyone to participate in games for FREE! The currency
is called Heels and the goal is to accumulate as many Heels as
possible by winning games and creating and sharing games. Each
game will have an entry free of X amount of Heels. The pool of
Heels will be determined by the number of entrants and will be
split up among the winners. In addition to Heels, prizes include
Shoepons, which are fabulous coupons, merchandise and gift
cards to incredible online retailers.

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Types of Games
Question Games
Users will answer a set number of questions based on the type of
game. One question games could be: Who’s going to get kicked off
the Bachelor? Will Tanya get kicked off the Voice? How many times
will Tom jump on the couch on Oprah? Will the Red Sox beat the
Yankees? There will be multiple question games that will require a
higher number of Heels to buy into and therefore a greater pool of
winnings. An example of a three question game could be: Who will
get the first impression rose on the Bachelor? Who will get the first
rose at the Rose Ceremony? Who will be voted off first?
Drafts
There will be season long draft-style games where users will draft
contestants who they think will perform certain actions. For example
on the Bachelor, users will gain set points if their drafted contestants
get a rose, say “I love you”, take a helicopter ride, etc. We will offer
Heels and prizes each week as well as accumulate points throughout
the whole season for the grand prize winners.

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Shoepon Drawer
Users will be able to cash in their Heels for available Shoepons.
The greater the value of the Shoepon, the greater number of
Heels it costs. Players will have a Shoepon Drawer that is an
accumulation of all their winning prizes. If you win or buy a
Shoepon, you can create a game using your Shoepon as the
grand prize.
Sharing/Virality
Fashion commissioners, those users who
create games, will unlock a percentage of
their pool of Heels, pending the number of
participants in their game/league. They will
be able to do this by sharing their game on
social media, through email and within the
app. Participants of games can also earn
Heels by sharing other people’s games. This
encouragesmorepromotionandgrassroots
marketing of the App.

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Fantasy Fashion Legal
Daily Fantasy Sports Apps geared towards men (i.e., DraftKings and FanDuel) have garnered heightened attention
in late 2015 due to the discrepancies of the Unlawful Internet Gambling Enforcement Act. In 2006, the federal
government passed a law called the Unlawful Internet Gambling Enforcement Act that establishes fantasy sports
as a “game of skill” and not a “game of chance.” But the scrutiny of wagering real dollars on games is rising and
increasingly more controversial by the day as some lawmakers think it constitutes gambling. Fantasy Fashion
deviates from any of the concern or controversy of the gambling discrepancies as there is no actual money on the
line. We welcome the opportunity to become the better, legal female counterpart of Daily Fantasy Sports!

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Competition
DraftKings, FanDuel, Daily MVP, Yahoo Sports Fantasy
Daily Fantasy Sports Games are predominately geared towards men with
the marketing, messaging, themes and design. The dark tones, masculine
fonts, visuals of promiscuous women all compound for a testosterone-
fueled experience. DraftKings commercials have even been written up
as demeaning and oppressive to women. Additionally, most of these
apps are difficult to figure out with many roadblocks to a pristine user
experience.
Females Gaming Apps
There is not one female-geared app that focus on a female-centric gaming
experience. Words with Friends might be the closest competitive app
basedinreasonthatwomenplayonaregularbasis.AndwhileCandyCrush
Saga and mindless Nintento-esque games exist, there is no competitive,
reason-based game for the intelligent, driven, fashionable woman.
Female Fantasy Leagues
There are amateur websites that allow women to draft Reality TV
contestants into a league for bragging rights or a nominal dollar win
based on the results. But even with the demand, no one has been able
to turn the experience into a connective, global experience thru an app
where you can win legal prizes.

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User Experience
There are few female-geared apps that offer a
profound and user-friendly app experience, let
alone a gaming app. Many have barriers that
prevent users from returning such as a login page
before entering. Fantasy Fashion transforms this
lucrative space by creating the most user-friendly
experience possible. With its sleek design and very
visceral approach to icons and colors, users will
come back time and time again. With UX designers
on hand, we have created an experience with ease
and simplicity at every turn.

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Marketing
• Social Media
We’re creating the Savvy lifestyle brand through social media that’s aspirational, engaging, thought-provoking,
fashionable and speaks to all that is our brand personality. Women will be driven to play the Fantasy Fashion App
based on a lifestyle we’ve created.
• Media
Press releases and media outreach to thousands of online and print publications to publicize the app launch from
business journals to popular blogs.
• Emails
A comprehensive and exciting email campaign to reach as many potential users as possible. We’ll offer incentives
and promote certain games through email that will entice users to visit the App more often.
• Game Virality
We’re creating brand advocates by giving users incentives to share their Fantasy Fashion games with the masses.
By doing so, we expand the global network of users seeing our name and content and wanting to participate.
• Partnerships
We’re forming partnerships with fashion bloggers, celebrities, and female professionals who exude the Savvy
woman. These women will promote the App in their networks from Social Media to email campaigns and press
tours.
• Ad Buys
Strategic and targeted Google ad buys with AdWords, Click-to-buy ads, promoted ads for SEO value, as well as
Facebook, YouTube and social media ads. Women searching for sales and coupons will land on the Fantasy Fashion
App.

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Podcast
We’vecreatedaPodcasttitledApp-SolutelyFabulousthatspeaks
to the entrepreneurial, savvy female by discussing our journey
in creating a groundbreaking app. We’re also interviewing
powerful business women and entrepreneurs who have created
companies or are in the process of building a brand.

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Revenue/Profits
We are building our revenue model based on the most tried and true female-loving things: Coupons, Sales,
and Shopping!
Between 2013 and 2014, Daily Fantasy sites saw 847% growth (from just 319,000 users to over 3 million and
in 2015 to over 4 million users). And while DraftKings and the likes have built their revenue model based on
questionable gambling discrepancies, research shows women would prefer a good coupon/sale over the
opportunity to lose tangible money in their pockets!
With over 158.6 million women in the US alone (versus 151.4 million men), and no existing app cornering
any female market in the Fantasy realm, let alone games based on shopping, we are ready to finally provide
women with a transformative and life-changing experience.
According to an acclaimed study at Wharton’s Jay H. Baker Retail Initiative, “Men Buy, Women Shop,” women
spend $4 trillion annually and account for 83% of U.S. consumer spending, which makes up two-thirds of the
nation’s gross national product. Women come for an emotional shopping experience, like getting a good deal/
saving money, while men pay and get out like gambling or instant spending gratification. Fantasy Fashion App
is ready to deliver that emotional, connective female experience.
In App Advertising is where it’s App!
Thus, we’re providing retailers the opportunity to sponsor games, sponsor coupons and have strategic and
targeted static, video and interstitial ads. This in turn provides the most incredible sales, coupons, and overall
female-centric experience to our insatiable audience, creating a win-win profitable scenario.

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Let’s break it down
With our comprehensive marketing strategy in place, we expect a weekly 5-7% growth. Therefore, our games
and advertising opportunities will continue to grow as well.
Additional Plans
Incentivized Advertising
Users will be able to unlock more heels by finishing an in-app
action like watching a sponsored ad or sharing a Shoepon with
more friends.
Revenue/Profits Continued
Freemium
Users will be able to gain access to gated features
like designer Heels that will in turn entice more users
to enter their games.
In-App Purchases
Users will be able to purchase extra Heels for dollars
as well as purchase spotlight promotions where their
games have more visibility.

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Female Empowerment/Philanthropy
We plan to use Savvy and the Fantasy
FashionAppasaspotlightforpowerful,
intelligent women of all walks of
life. A game might be sponsored by
a teacher in an inner city who wants
to raise the profile of her school and
community. Our site would be able to
match her winnings with a donation to
the school.
Another game may be sponsored by a
financial expert who can offer advice
about saving for the future. Our
subsidiary marketing, such as emails
and social media, will promote said
games and provide an opportunity for
different female leaders to thrive.

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Future Plans
Savvy and the Fantasy Fashion App are built for infinite brand extensions. We are creating a scalable enterprise
where everything from a fashion line to financial podcasts are easily integrated. The Savvy woman is multi-
dimensional and so are the plans for the brand.
We are actively seeking immediate partnerships with brands and companies for cross-promotional marketing.
As legal issues surrounding gambling and daily fantasy sports work themselves out, we are exploring options to
offer games where you pay to purchase Heels to enter the game.
We plan to allow Fashion Commissioners to host a game with a prize of their choice, i.e, an Etsy designer who
wants to promote a handbag and is hosting a game around this prize.
Additionally, we plan to roll out polls, drawings, free Shoepons that will augment the games.
We also plan to roll out new sponsored games as we learn from users what they find the most compelling.

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Testing Phase
The Fantasy Fashion App continues to go through rigorous testing through our developers, third
party apps and focus groups and with the help of UX designers.
Before our official launch, we have planned an intensive testing period to make refinements based on
specific user reaction. We are developing the app with the ability to iterate/make changes to games
based on said user feedback.

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About Melissa
Melissa has always gone to the beat of her own drum.
She’s had an entrepreneurial bug since teenage years and
knew she had to do something that included fashion. By
trade she’s a writer who has helped big brands increase
ROI with over-the-top marketing strategies.

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Hannah Hurwitz has graduate degrees in Interior Design
and Information Design. Her work experience ranges from
advertising, to business and product development, to running
a community engagement department at a large university.
Hannah has served on several nonprofit advisory boards, and
lives in an artists’ co-op in New Britain, Connecticut. She is an
avid photographer and an entrepreneur at heart. She has been
friends with Melissa Stern for over ten years, and is excited to
be embarking on this journey with her.
Melissa and Hannah have complimentary skills and working
styles. They communicate well, efficiently, and are committed
to learning and growing every day.
About Hannah

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Thank you!
We hope you’re inspired by the Savvy lifestyle and would like to learn more or get involved.
Learn more at www.fantasyfashionapp.com
E: fantasyfashionapp@gmail.com or P: 203-843-2121 or 508-221-8813